This image is part of a series that was created for an open textbook, Fundamentals of Business, 4e. The textbook will be available Fall 2022 at https://vtechworks.lib.vt.edu/.

Preferred citation:

Kindred Grey (2022). "The new marketing mix (the 4 C's)." CC BY 4.0.

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Alternative text:

A diagram of the updated Marketing Mix. A white circle labeled “The new Marketing Mix” sits in the middle of four orange sections labeled with the four C’s of marketing. From the top going clockwise: Consumer, Convenience, Cost, Communication.

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